News > Hidehiko Yamane and the story behind Evisu jeans
In 1988 Hidehiko Yamane went on quest to import the best products from anywhere in the world. After much frustration, inspiration came when he stumbled across a 1950’s American loom, capable of weaving forty metres of “selvedge” denim a day.
With his skills as a tailor combined with the Japanese traditions of craftsmanship, Hidehiko developed the idea of producing exceptional jeans for connoisseurs like himself. He originally called the label Evis after the Buddhist God of prosperity, but this proved to be hopeful thinking.
The name change to Evisu did not help to bring success. Production was a laborious process. Only twelve pairs of jeans were produced every day and the familiar seagull symbol was hand painted on each one.
Luckily for Hidehiko fashions in the Nineties were changing. The popularity of vintage jeans grew and so did the demand for the Evisu label.
In 1997 production had to be moved to Italy to cope with the increase in demand. But the Evisu jeans continued to be made using the Japanese denim, originally created on the 1950’s American loom.
The seagull logo had now become a symbol of quality and style. Evisu could genuinely be considered the jean choice for the coinnoisseur, just as Hidehiko had a hoped.
Today the seagull trademark can be seen all over the world and Evisu label continues to expand with additions including ‘Evisu Shoos’, ‘Evisu European Edition’ and ‘Kizzu’.
Image source www.evisu.com/blog/
Freelance Web Content Editor managing websites & blogs for UK clients, including E-Shop Fair.
